Dove Men+Care, with BBD Perfect Storm's New Macho unit, unveiled a Father's Day campaign based on the brand's research that men who practice holistic self-care have more successful family relationships. The push includes an anthem short film, a "Dads (They Care A Lot)" children's storybook, a partnership with Headspace, a #DadsCare YouTube series and a resource hub.
Tombras created a Father's Day spot for the PGA Tour Superstore that features a man opening a shoebox filled with scorecards, which spark memories of playing golf with his dad through the decades. "Golf is unique in that it's a family-oriented sport, so Father's Day is a great moment for brand storytelling from a connections standpoint," says Dooley Tombras, president of Tombras.
A variety of programming this weekend will mark Juneteenth, the June 19 anniversary of the day when previously enslaved people in Texas learned of their emancipation. History, Revolt, Smithsonian Channel, Oprah Winfrey Network and Peacock have planned specials, series debuts and original movies to commemorate the holiday.
Sonic Drive-In, T-Mobile, Devour Frozen Foods and Vrbo are among the companies that have signed up to advertise on Discovery Channel's annual "Shark Week" event, which starts July 11. Some of the sponsors also plan to integrate their marketing with the discovery+ streaming service.
Instagram has launched vertical, full screen looping Reels ads via auctions worldwide that can run for up to 30 seconds, appear between standard Reels and give consumers the option to view, skip, like, comment, save and share. Instagram began testing Reels ads in select markets in April with BMW, Louis Vuitton, Netflix, Uber and other brands.
Broken Heart Love Affair's campaign for Internova Travel Group features an anthem spot starring a robotic-like, sinister-sounding concierge who epitomizes why people should book their travel via a human being instead of websites that rely on artificial intelligence. The push includes out-of-home ads in Los Angeles and New York that direct people to the brand's "Book Human" website.
Agencies are marking Juneteenth in a variety of ways, such as BBDO, Dagger, DDB, Deutsch, Endeavor, Fitzco, Huge, Mediaocean, Ogilvy, Omnicom, The Martin Agency, VMLY&R and Weber Shandwick making the day a permanent company holiday. Many agencies also are creating company events, programs and campaigns focusing on diversity and inclusion to honor the holiday.
There isn't enough time in the day for communications professionals to master all of today's fragmented and growing social media, writes ACH Communications' Arik Hanson. The best practice is to have a system in place that helps advance the learning curve and to have the ability to "uncover the information your clients need quickly."
Nick Brown offers a road map to help organizations develop a contemporary marketing communications strategy with changing consumer behaviors in mind, including identifying a target audience, establishing a unique selling proposition and marketing mix, and developing platform-specific messaging. Brown also urges marketers to follow-up with analytics and make appropriate tweaks to fix any efforts falling short of desired goals.
Customers in a Sprout Social study reported valuing engagement, transparency and service when dealing with brands on social media. The survey, which involved more than 1,000 marketers and a roughly equal number of consumers, also found that following brands online correlates with purchasing and recommending them.
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